Revlon is set to launch a fragrance for Champion, the sportswear brand owned by Authentic Brands Group.
The licensing agreement will see Champion’s first scents hit shop shelves in 2027.
Champion’s fragrance line will channel the brand’s “heritage and modern aesthetic” and reflect its “bold, confident, and unapologetically original” ethos, Revlon said in a statement.
The range will include signature scents for men and women.
“Champion’s strong heritage and cultural relevance make it a powerful partner for Revlon,” said Michelle Peluso, CEO of Revlon.
“We are excited to welcome Champion into our portfolio of brands at this crucial time for both Champion and Revlon.
“As we focus on appealing to the next generation, we are thrilled to bring Champion’s energy into the world of fragrance, another step forward in Revlon’s resurgence.”
Champion was founded in the US in 1919 and was acquired by Authentic Brands Group last year from Hanesbrands for US$1.2bn.
Jarrod Weber, Global President, Sports & Lifestyle at Authentic Brands Group, said the partnership with Revlon is a “natural extension of Champion’s evolution”.
“As we expand our footprint in fashion and lifestyle, fragrance is the next frontier,” he said.
“And Revlon, a long-standing, trusted, and proven partner to Authentic, is uniquely positioned to help us craft a sensory experience that resonates with our global audience.”
Authentic Brands Group owns dozens of fashion brands, including Reebok, Ted Baker and Nine West, and holds a stake in US retail group Saks Global, which owns luxury US department stores Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman.
The group also co-owns David Beckham and Shaquille O’Neal’s celebrity brands, and the image rights for Elvis Presley, Marilyn Monroe and Muhammad Ali.
Earlier this year, the group renewed a fragrance licensing deal with Revlon for its lifestyle brand Juicy Couture.
Separately, Revlon inked a new licensing agreement to create fragrances for streetwear brand Palm Angels and renewed its Christina Aguilera’s fragrance license agreement.
Earlier this year, the US make-up brand announced a partnership with artist Ice Spice.
The move formed part of the company’s broader strategy to revitalise its fragrance division and appeal to a new generation of beauty consumers.
The embattled beauty brand, which owns Elizabeth Arden, Almay and Mitchum, exited bankruptcy in 2023.
Revlon said that the latest deal to produce Champion’s fragrance, along with other recent announcements, “reflect Revlon’s strategic commitment to building a culturally resonant, lifestyle-driven fragrance portfolio for the next generation”.
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